Factors Influencing the Intention of College Students in Guangdong Province to Continuously Purchase Huawei Mobile Phones
Keywords:Huawei Mobile Phone, College Student, Continuous Purchase Willingness
Since Huawei's mobile phones have been sanctioned by the US government, they have lost high-end chips and 5G, and their sales and market competitiveness have continued to decline. In China, there are a large number of higher education students, which contains huge consumption potential. This study aims to explore the factors that influence the willingness of college students in Guangdong Province to continue to purchase Huawei mobile phones. Based on the expectation confirmation theory, we construct a model that affects the willingness of college students in Guangdong Province to continue to purchase Huawei mobile phones. We propose experimental hypotheses and then design a design based on the literature and the characteristics of Huawei mobile phones. After analyzing the questionnaire and scale questions, 450 questionnaires were distributed at Questionnaire Star, and 400 valid questionnaires were finally obtained. Using SPSS to analyze 400 valid questionnaires, we found that the influencing factors include expectation confirmation, perceived usefulness, perceived ease of use, perceived entertainment, and satisfaction. This will help enrich the expectation confirmation theory and provide more for Huawei enterprises. sales strategies and suggestions.
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